Alcoa goes Hollywood, and it is glorious

This is in no way meant to disparage any of the other cool things we're seeing at MATS 2015, but the folks at Alcoa Wheels have earned the right to be called champions of the 20-minute press conference.

Dynamic, to the point, and with production values that would make Hollywood proud, Alcoa unveiled its newest Dura-Bright EVO wheel in proper style.

Proper style meant showing a full-on "Imagine a world ..." video production followed by company VP/GM Victor Marquez proclaiming, "Obviously we have some Star Wars geeks on our staff."

Check out the video goodness.

"Imagine a world where your wheels are always protected," it begins. The video proceeds to call the Dura-Bright EVO the most durable and easiest-to-maintain wheel in company history. It's resistant to many chemicals and you can wash it with soap and water.

Alcoa VP Victor Marquez introduces the Dura-Bright EVO
in proper style. Photo by David Tanner, Land Line Magazine

Yes, they called an epic press conference to make those proclamations, interspersed with slogans and statements about how the company continues to "reinvent the wheel."

Full credit where it's due: Alcoa did invent the forged  aluminum wheel in 1948 and has been at the cutting edge of alloys as well.

Perhaps the Star Wars geeks could have gone an extra step and dubbed the latest one the "Aluminum Falcon."

Proper style at the event also meant live-streaming the press event to the world. Technology abounded.

Marquez went on to discuss how using aluminum to manufacture truck components and framing can help save hundreds of pounds in weight, and that was certainly worthy of our attention.

Alcoa may not have invented or reinvented the press conference, but they are really good at it.

One couldn't help but marvel, grin, and nod a "touche" to them when it was all said and done.